B2B Success in Asia: LinkedIn and EDM Strategies That Work

With the rapid economic growth across Asia, the B2B market is witnessing a shift in how companies engage and communicate with potential clients. Asia accounts for an impressive 80% of the global B2B e-commerce market, with China, Japan, and India leading the region.

For B2B companies seeking to expand in this vibrant market, optimising strategies on platforms like LinkedIn and email direct marketing (EDM) can deliver exceptional results. This article explores how each of these tools can help companies thrive in the Asian B2B landscape.

Why LinkedIn and EDM Matter in Asian B2B Marketing

The B2B landscape in Asia is different from the West, with cultural, social, and business practices playing a major role in decision-making. These differences mean that a tailored, multi-channel approach to B2B marketing is essential. Here’s why LinkedIn and EDM are valuable in this context:

• LinkedIn provides a professional network where decision-makers and thought leaders converge, offering a platform to share content, generate leads, and build authority.

• EDM enables targeted communication, allowing B2B brands to deliver tailored information to specific buyer segments at scale.

Together, these tools empower B2B brands to engage, inform, and convert audiences in Asia effectively.

LinkedIn for B2B Marketing in Asia

LinkedIn is a powerful tool for B2B brands looking to expand in Asia. With a growing user base across the region, LinkedIn offers unparalleled access to key decision-makers and professionals in various industries. Here’s how to optimise your LinkedIn strategy for the Asian market:

1. Localise Content for Cultural Relevance

In Asia, localisation is not just about language; it’s about cultural relevance. According to LinkedIn’s data, posts in local languages and culturally relevant topics garner higher engagement in Asian markets. Consider adapting content to resonate with specific markets:

• Japan and South Korea: Focus on professional development and innovation topics, as these themes are popular among LinkedIn users in these markets.

• China: Engage with bilingual or English content to target professionals looking to expand their global presence.

• Southeast Asia: Highlight topics like technology adoption and business growth to engage a broader base of decision-makers.

2. Use LinkedIn’s Advanced Targeting Tools

LinkedIn offers a range of targeting options, from job titles to company size and industries, allowing brands to reach precisely the right audience. To maximise campaign effectiveness in Asia:

• Leverage industry-specific targeting to connect with sectors driving growth, such as manufacturing, finance, and technology.

• Use Sponsored InMail to send personalised messages directly to decision-makers’ inboxes, a strategy that reportedly delivers a 52% higher open rate than traditional email marketing.

3. Showcase Thought Leadership

Positioning your brand as a thought leader is critical in the Asian B2B market, where expertise, credibility, and relationship-building drive business decisions. Stand out by consistently sharing high-value insights that address the unique challenges and opportunities in Asia.

• Share Data-Driven Insights: Publish research-backed content tailored to regional trends, demonstrating your understanding of the local market.

• Highlight Case Studies: Showcase how your solutions have resolved industry pain points in Asia, from client success stories to innovative project outcomes.

• Offer Industry-Specific Solutions: Present practical solutions that resonate with sector-specific issues in markets like Japan, China, or Southeast Asia.

• Engage in Webinars and Panels: Participate in online events and local conferences to boost visibility, network, and establish your brand as a trusted industry expert.

EDM: Personalised Outreach at Scale

Email Direct Marketing (EDM) remains a cornerstone of B2B marketing, especially in Asia, where personalised communication is highly valued. EDM enables businesses to reach segmented audiences with tailored messages, driving both engagement and conversions.

1. Personalise Content Based on Buyer Journey Stages

Segmented email marketing based on the buyer's journey is critical in the B2B context. According to HubSpot, targeted and segmented campaigns have a higher open rate (14.31%) than non-segmented campaigns, making it worthwhile to differentiate messages for leads, prospects, and existing clients.

• Early-stage leads: Send introductory content that highlights your brand’s value proposition and unique offerings.

• Prospective clients: Share relevant case studies, product demos, or industry-specific insights to illustrate your expertise.

• Current clients: Use account-based marketing (ABM) techniques to offer updates, cross-sell solutions, or highlight industry trends.

2. Incorporate Local and Relevant Data

In Asia’s B2B market, data-backed insights that align with regional nuances are essential for building trust. Tailoring your EDM content with market-specific data boosts relevance and credibility.

• Share industry trends or growth statistics that speak to local interests, e.g., manufacturing trends in China or tech adoption rates in India.

• Use customer success stories or regional benchmarks to show tangible results in the target market.

3. Optimise for Mobile

With 66% of APAC users relying on mobile for online access, mobile optimisation is crucial for effective EDM. Mobile-friendly emails improve readability and engagement on the go.

• Keep text concise and easy to scan.

• Design tappable CTAs and ensure fast-loading visuals for seamless interaction.

• Test across devices to guarantee compatibility.

LinkedIn and EDM are powerful tools for navigating Asia’s intricate B2B market. By localising content, leveraging targeting tools, and focusing on personalised communication, your brand can foster meaningful connections with key decision-makers. Platforms like InfluenConnect further empower brand owners by connecting them with a diverse network of KOLs, global reach, and data-driven insights. Click here to learn more about InfluenConnect.

For more in-depth insights, follow Comms8 where we help your brand expand into foreign markets.

At Comms8, we specialise in helping businesses leverage the power of cross-border marketing in Asia. With our expertise, we can assist you in harnessing the influence of social commerce strategies to boost your brand’s credibility and awareness. Contact us today to learn more about empowering your brand in the dynamic market.